In print, you make a press release. You can do the same online. The format is the same. You write an interesting heading, add your location, time, your content, then end off with a boilerplate and -30- to indicate that your press release ends. You can post it on a blog or in social media websites. Add your blog to Technorati and use social bookmarking sites like Reddit or Digg to maximize views.
You should also shoot video interviews or produce audio clips to communicate with the public. Shooting video is easy. Use your camcorder and make a set in place where you have room to shoot your videos. Make it professional and upload your finished product on YouTube. Post it in your business' YouTube profile and link to it. Similarly, record your audio with noise cancelling headphones, edit it with Audacity and upload it to your website. Create an RSS feed is you have a series of audio releases so that people can download them automatically with a pod-catcher. A pod-catchers lets you download podcasts automatically.
With the internet and social media, you can also create a viral campaign. Make your video interesting so that people will propagate them and let people comment on your video. Make it easy to share so that you get more views. YouTube has a comment section and many visitors so post your video there.
You should couple all these options with offline promotion. Because of the higher barrier to entry, offline promotion gives you an advantage over people who just promote online. Remember that you should leave no stones unturned when you are communicate with people online.
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